In cases like this, I recommend creating content that targets these users using the terms and phrases they already know. Utilise internal linking to help them navigate to pages that will educate them on the correct terminology (helping them while making yourself look good, knowledgeable and caring), before moving them to a page that uses the proper jargon and gives them the option to convert.
I know this is an eCommerce section, but I’ve included a specific reference to finance sites as in many cases leading sites are looking to ask consumers to make important financial decisions and transactions online.
To a certain degree, it’s still traditional eCommerce but often without the category pages, but in many cases the stakes and amounts purchased are far greater than a traditional ecommerce basket and have more important long-term ramifications for the consumer. For this reason, Google in its Search Quality Guidelines refers to these types of pages as Your Money or Your Life (YMYL) content.
When carrying out on page SEO audits on financial websites, you’ll want to put additional focus on the trust signals, Schema and terminology choices.
You’ll want strong E-A-T signals if you are going to convince an audience to trust you. I would recommend a team page that further highlights the company’s authority in the industry, with a link to this from the page you are reviewing if it’s relevant.
Highlighting awards, membership and positive reviews to reinforce your trustworthiness is essential for websites operating within this sector. So take your time to experiment and find the best place to position these on your page for maximum impact.
Most financial entities will likely want to refer to the correct terminology, however, for pages targeting users who are still in the awareness or interest phase of the funnel, you could test using terms that they know and understand, even if it is considered slang.
Some of these phrases may even have better search volume than the official terminology!
For example on the Transferswise home page, they promote how many people trust and use their services and that they are FCA regulated.
In cases like this, I recommend creating content that targets these users using the terms and phrases they already know. Utilise internal linking to help them navigate to pages that will educate them on the correct terminology (helping them while making yourself look good, knowledgeable and caring), before moving them to a page that uses the proper jargon and gives them the option to convert.